Cardsmart Appoints Frank Crivello Senior Vice President, Retail Sales & Operations, To Help Build Cardsmart Card & Gift Stores To New Heights

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Cardsmart President Petter Etholm said top franchise executive Frank Crivello has joined Cardsmart as Senior Vice President. Crivello helped build 7-ElevenÂ?s franchise network and will oversee franchise expansion for Cardsmart, the greeting card and gift store chain.

Petter Etholm, President of Cardsmart Retail Corporation, announced the appointment of franchise industry expert and veteran Frank Crivello, to the newly created post of Senior Vice President of Retail Sales and Operations for the national chain of franchised and company-owned greeting card and gift stores that offer consumers 50% off every card, every day.

Before joining Cardsmart, Crivello served at 7-Eleven Inc. as Vice President and General Manager of the Northeast Division, where he expanded the 7-Eleven franchise system and built a winning team that consistently delivered annual sales and profits in the top half of 7-Eleven’s system wide performance and developed 7-Eleven’s regional network in the nation.

Etholm said, “Frank Crivello has a proven track record, having helped build 7-Eleven’s franchise network, and he will oversee franchise expansion strategies at Cardsmart. His leadership will be a great asset to our team and we expect him to make a tremendous contribution to the success of current and future Cardsmart franchisees.”

Crivello will report directly to Etholm and be responsible for retail franchise expansion and playing a vital role in meeting Cardsmart’s sales and profit goals. Among his professional accomplishments, he served with 7-Eleven for 22 years, building and managing that franchise system’s 1,000-store Northeast Division.

Crivello said, “Cardsmart has the right strategy at the right time and is one of America’s fastest growing, best managed franchise systems. Significant opportunity lies ahead and I’m proud to be on the Cardsmart team.”

Crivello added, “Cardsmart has had excellent success and its marketing strategy, unbeatable pricing and service, unsurpassed selection of 20,000 greeting cards and beautiful stores in convenient locations, positions the company and its franchisees for continued record results. We expect to capitalize on that potential in the years ahead as Cardsmart becomes part of the American business landscape, meeting consumers’ gift and card needs.”

Crivello joined 7-Eleven in 1981 and worked his way up through the ranks from Management trainee and field consultant to sales manager, district manager and zone manager, to Division Manager and then elected Vice President and General Manager for the Northeast Division. Before joining 7-Eleven, he had worked for 10 years in his family business, Crivello’s Supermarket and Superdeli, a well known store in Long Island.

He and his wife and two children live in Saint James, New York, where he is active in civic and charitable organizations, serving as a Board Member of the Long Island Association, Long Island Cares and the Suffolk Sports Hall of Fame.

Cardsmart Retail Corporation, headquartered in Pawtucket, Rhode Island, is a national chain of franchised and company-owned greeting cards and gift stores that offer consumers 50% off every card, every day. Featuring a full-line of 20,000 beautifully designed greeting cards, Cardsmart’s value-oriented strategy has developed an expanding base of loyal and appreciative consumers. More information about Cardsmart is available at Cardsmart’s website,


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